Australia – Independent media agency Half Dome has announced a new brand positioning centred on the agency’s promise to unlock the ‘Whole Potential’ of its clients and people. The rebrand comes as the agency celebrates its growth and sixth year of operation.
The brand refresh includes a complete update of the company’s visual identity and brand assets, as well as the development of a new website in partnership with digital agency Straight Out Digital, plus a new, expanded Melbourne office later this year.
Moreover, the new brand positioning reflects the agency’s commitment to attracting and retaining clients and people who share a ‘challenger mindset’.
“Working with clients in the marketing space for our whole existence, Half Dome has a sound understanding of what constitutes a strong brand strategy and brand campaign. We have invested heavily in a rigorous process which engaged leaders in the strategy and creative fields to ensure that we practiced what we preach,” said Half Dome’s co-founder and Head of Product, Will Harms.
He added, “Where we have landed, with our promise to clients and staff of unlocking their ‘Whole Potential’, is both a celebration of what we are already doing, whilst simultaneously providing the necessary ambition which will fuel our product and culture growth over the coming years.”
Joe Frazer, co-founder and head of growth at Half Dome, also explained, “‘Whole Potential’ is a rally cry to attract like-minded clients and individuals; our research indicates a sentiment in the market from clients that they could and should be getting more from their agencies. Our unique positioning sits at the intersection of holding groups, independent agencies, and consultancies – drawing on the best parts of each.”
Half Dome also engaged external brand consultants Untangld and creative agency By All Means to assist the agency to develop its positioning and new brand identity. The discovery process included extensive interviews with staff, clients, the industry, and external partners for more than nine months.
James Needham, strategy director of Untangld, said, “Half Dome is often perceived as a ‘hot indie start-up’, when the truth is it’s a genuine alternative to the big boys. It was a pleasure working with them on a strategy for the business built around ambitious growth and real authenticity.”
Meanwhile, Mat Cummings, managing partner of By All Means, commented, “We love working with the Half Dome team on client projects, so to be given the opportunity to bring the By All Means creative skills to the Half Dome brand was a project we couldn’t wait to take on. The challenge, as with any good brand, is bringing to life the truth via inspiring stories and visuals, and communicating what’s in it for all stakeholders, all the time future-proofing the brand.”
Half Dome is an Australian-owned full-service media agency established in 2017, which delivers services across paid media planning and buying, SEO and performance creative production, and works with challenger brands across all markets in Australia.